Buyer Profile: Jason Murrell, Jimbo’s Naturally

Jason Murrell is Director of Grocery at Jimbo’s Naturally, a premier Organic and Natural Foods Grocer in San Diego, CA. In his role, he is proud to lead the team that is responsible for programming, strategy, product assortment, merchandising and financial performance for the Dry Grocery and Perishable Departments for the 4-Store Chain

WHAT SETS JIMBO’S APART FROM OTHER GROCERS?

Our teams set us apart from every other grocer, there is absolutely nowhere else that you can get the level of service, dedication and care that our teams give each and every day. We also have a very strict ingredients standard that ensures we are putting truly amazing, innovative, industry driving products on our shelves. There are so many brands that have products that we sadly have to say no to, however we always leave the door open to them for if/when they desire to become compliant to our strict standards. When you shop at Jimbo’s, you are getting to shop at a store where you don’t have to worry about what is on the shelf, you are shopping a very carefully curated selection of some of the best products available, and it is always changing and improving.

HOW DO YOU DECIDE TO BRING IN AN EMERGING BRAND TO YOUR ASSORTMENT? / HOW DOES AN EMERGING BRAND KNOW WHEN THEY’RE READY TO PITCH TO YOU?

First and foremost, products need to meet our ingredients standards, and sometimes, beyond that as we continue to drive for cleaner and higher quality ingredients in specific categories. If there are similar products with all-organic ingredients, the minimum expectation becomes all-organic. We then look at how the product will drive the category -- and even the industry -- forward, how it has innovated and solved a unique problem for customers. The ethos and culture of the brand also plays heavily on whether or not a partnership will be successful. A brand will know to pitch to us when they know that they have a complete package, ready for retail, and ready to set a new standard for the industry.

WHAT SETS A BRAND APART IN A PITCH? WHAT’S A PITCHING NO-NO?

Being an authentic, honest, real person is what makes the difference. Passion, love even, for their product that shines through in every interaction. You don’t have to have insanely high energy, you just need to love what you have created and believe in it, because that love will come through to us and will be part of the story that we will tell our customers. That connection is what sells a product and gets customers to keep coming back. We also love hearing about sustainability efforts that the brands are taking part in and that factors in when we are determining if the product and brand aligns with our brand. Nothing is off limits and we are always humbled by brands that present to us, even if it means that ultimately it will not be a proper fit. Just be honest and make sure you truly are passionate about what you’ve created. Though not necessarily a “no-no” we aren’t huge fans of “cold-calls” as we find that the resources are better spent submitting products via our established New Vendor Submission system.

WHAT ARE YOUR MOST COMMON CONCERNS WHEN BRINGING ON A NEW BRAND?

We truly just want to be a support system for the new brands and we want to ensure that every brand we bring in will be a true partnership. We want to be sure that scaling is considered and that proper distribution, whether direct or through a distributor is established. Nothing is worse than bringing an awesome new product on board and not being able to have product available consistently for our customers to enjoy.

WHAT VELOCITY EXPECTATIONS DO YOU HAVE FOR EMERGING BRANDS WHEN COMPARED TO ESTABLISHED BRANDS?

This is specific to the category that the product would be in, but overall, we are looking for an average of 1/2 case per SKU per week per store within the first 30 days of introduction. With promotions and demos, along with active participation in our partnership we expect that to triple or quadruple within 6 months of introduction. Again, this is dependent on the category, but on average, these are our expectations for new brands. This is a relationship, though, and when we see that a brand is struggling, the participation from both sides is increased and we always do what we can to support the brands and ensure success on both sides.

ARE THERE CATEGORIES WHERE YOU’RE MORE LIKELY TO TAKE A RISK ON EMERGING BRANDS?

Yes, any categories that have been steady or even in a slight decline -- we love introducing innovative ideas to shake up the mix. Also, across all categories, any brand that is completely different, doing something that no one has done before, whether it be with better-for-you ingredients, or introducing a previously under-utilized or newly discovered ingredient. We love getting behind these products. We also love our local businesses and want to support with product placement, as long as the product and brand fits in with what we are trying to accomplish at Jimbo’s.

HOW SHOULD EMERGING BRANDS THINK ABOUT PRICING?

For us, it is a consideration, but not as a detriment. If a product costs more to produce, it is typically with very good reason and we will make every attempt to shout out what those reasons are, and customers will be willing to pay it, knowing they are getting quality ingredients and that they are supporting emerging brands that help drive our mission. We typically look to establish a regular retail based off the cost, then once the product is introduced and established in our sets, we then work for promotions, demos, marketing, etc. to support the brand and speak to the qualities of the product. The pricing becomes less of an obstacle when this approach is taken and also creates trial and gains repeat customers.

SOME EMERGING BRANDS AT JIMBO’S TO LOOK OUT FOR?

There are so many brands we are really excited to bring on. Some brands that we are really pumped to introduce in our stores would be; Madley Hadley (coconut bacon), Gear Hugger (alternative household lubricant), and lastly, Miso Good (organic miso broth concentrates and miso-based sauces).